Your logo appears everywhere: on the sign, business card, invoice and Instagram. If it is weak, it weakens everything else.
The logo is the first thing a customer sees and the last thing they forget. It appears on the shop sign, the business card, the invoice, the Instagram profile and the app icon. If it was made in a hurry, it damages everything you build later.
What makes a good logo
- Simple: readable even at 2 cm
- Distinctive: does not look like your competitors
- Works everywhere: on white, on black, in one colour
- Meaningful: connected to what the business does
The formats you must have
Always ask for the logo in vector format (SVG, PDF or AI). A vector scales without losing quality, from a stamp to a billboard. A small PNG from the internet is not enough for print.
The logo is only the beginning
A full visual identity includes the colour palette, typography, how photos are used and templates for social media. That is what makes a brand recognisable even when the logo is not visible. A short brand guideline keeps everything consistent, whoever does the design tomorrow.
Source: Nielsen Norman Group · Photo: Unsplash